PureSoft Kitchen Paper

PureSoft is a prominent private label brand managed by Superunie, a Dutch retail purchasing cooperative. The brand focuses on providing hygiene paper products, such as kitchen rolls and toilet paper, that emphasize sustainability through the use of 100% recycled materials.

Originally launched in the Netherlands to serve various independent supermarket chains under the Superunie umbrella, the product is manufactured through partnerships with specialized paper mills across Europe. While the brand is inherently Dutch in its management and distribution, the physical production often takes place in countries with significant paper manufacturing infrastructure, ensuring high quality and extra strength for cleaning and kitchen use. The ultimate ownership lies with the cooperative members of Superunie, ensuring the brand remains a staple in Dutch households.